The responsible fashion brand, Nobody’s Child is on a mission to encourage ‘more conscious consumption’ among its customers via the reintroduction of its Digital Product Passport.

Having first introduced the concept last year, Nobody’s Child is once again looking to empower its customer with ‘knowledge about the origin of their clothing’ by introducing the product impact transparency tool to a brand-new collection of spring/summer 2024 clothing under its Fearne Cotton’s Happy Place brand.

The aim of the Digital Product Passport is to revolutionise the fashion industry by providing customers with transparent and engaging ways to track the journey of their clothing. In doing so, Nobody’s Child hopes to ‘foster a deeper connection’ between its customers and the products they buy.

By scanning the QR code on the care label on each item of clothing, customers can access a wealth of information, including details about the materials used, the manufacturing process, and the environmental impact of their purchase. Links to circular services such as repair and rental are also included.

It is Nobody’s Child’s ambition to become fully traceable and transparent with a view to start rolling its Digital Product Passports out across its core collection from autumn/winter 2024.

Mapping sustainable fashion’s global supply chain

Powered by Fabacus – a leading retail technology company – Nobody’s Child has harnessed its Xelacore platform to track and translate the gathering of over 100 data points. This has been made possible by the fashion brand’s closely held relationships with a network of suppliers across the globe. The Digital Product Passport maps key stages of the supply chain from processing the raw materials, through to the yarn and fabric mills, and finally to the garment factories where the products are sewn together. 

“We’re delighted to introduce the second edition of our Digital Product Passport pilot,” said Jody Plows, ceo of Nobody’s Child. “At Nobody’s Child we believe in transparency and accountability, and our Digital Product Passport embodies these values. By empowering our customers with knowledge about the origins of their clothing, we hope to foster a deeper connection to the products they love and encourage more conscious consumption.”

To help enrich the experience, customers who scan the QR code can sign up to receive exclusive gifts including a unique NFT. This will act as a digital receipt that can be stored in a Coinbase digital wallet. 

Nobody’s Child’s Digital Product Passport has been designed and developed to get ahead of incoming product transparency legislation from the EU that – when it lands – will ensure all key product information is captured and catalogued. 

Fabacus founder and ceo, Andrew Xeni, said: “As the founder and ceo of Fabacus, I am incredibly proud of the strides we have made in leveraging technology to transform the fashion industry. Our mission at Fabacus is to empower brands like Nobody’s Child with innovative solutions that drive responsibility, transparency, and efficiency.

“Together, we’re revolutionising the way consumers engage with fashion, creating a brighter and more connected future for all.”

The Nobody’s Child x happy Place by Fearne Cotton collection will be available online at nobodyschild.com and in all stores as well as at key retail partners including M&S and John Lewis. The edit is made from responsible fabrics including organic cotton and plant-based materials.